2014 Best in Show

In advance
of the launch of its Pennzoil Platinum with PurePlus Technology - a new motor oil made from natural gas - Pennzoil hoped to generate excitement in what has traditionally been a sleepy category. To
that end, it partnered with Nintendo to bring one of the video game world’s classic titles, Mario Kart, to life. At SxSW Interactive, Pennzoil and Nintendo assembled a quarter-mile-long track,
upon which attendees could race as Mario, Luigi, Princess Peach or Bowser. As in the game, obstacles like banana peels and turtle shells intermittently popped up on the course.

Affiliated Agency: JWT (creative); Coyne (PR)

Credits: TBD

2014 Winners

Creative Media Awards

It’s not often that an A-list Hollywood star like Kevin Spacey chooses to appear in a video game, much less star in it. The makers of “Call of Duty: Advanced Warfare,” then, wanted
to announce his participation with as much fanfare as possible. Rather than trot him out at a press conference, Activision chose to leak a clip of one of Spacey’s in-game speeches onto the
Internet. Within the clip, it embedded a spectrogram image that, when run through an audio visualizer, revealed the game’s artwork. Fanboys and fangirls were impressed.

While Subway remains a go-to option for Millennials, the so-called “fast casual” category has seen increased competition in recent years. Hoping to reinforce its credibility with this
audience, the company spun its scripted web series “The 4 to 9ers” (about a group of teens who work from 4 to 9 p.m.) into “The 4 to 9ers: The Day Crew,” a 60-minute scripted
comedy starring a pair of performers from the original web series and Doris Roberts (“Everybody Loves Raymond”). Distributed in ten-minute chapters on Hulu, the series proved a viral hit:
total views for the “4 to 9ers” franchise have surpassed 26.5 million.

The
2013 campaign for American Express's Small Business Saturday aimed to enable entrepreneurs across the country to leverage the “Shop Small” platform. The initiative included a three-day
partnership with the Today Show and a nationally-broadcast football game. During the Thanksgiving holiday weekend, consumers who were aware of Small Business Saturday spent an estimated $5.7 billion
at small, independently owned businesses on the day after Black Friday, marking a 3.6% increase from 2012.

Lexus partnered with Wired to create shareable imagery for its Tumblr page, The Signal, that showed the world through the eyes of the Lexus LS. Photographer Daniel Thomas Smith interpreted the art
and science of the visual technologies found on the Lexus LS, including infrared sensors, millimeter wave radar and stereoscopic cameras. Wired readers were served a long-form video, while a custom
page provided information about the photographic techniques used. Within 18 days, the campaign increased Tumblr followers by 33%.

Hill Holliday and Dunkin' Donuts put together the Industry first Vine created commercial in partnership with ESPN. With #dunkinreplay, each week, a marquee play from Monday Night Football was
instantly recreated in an Industry first Vine created commercial, featuring Dunkin’ products and then amplified via Twitter. With 87% of people in the US using a second screen while watching TV,
Hill Holliday leveraged the social dynamic of live professional sports on Twitter, along with smart, fun creative. The campaign resulted in accolades from the press and over 70MM social impressions on
Twitter via engagement by avid fans of Dunkin’ Donuts and football, increasing brand favorability and the fact that MNF fans were 3x more likely to tweet about Dunkin’ than other brands.

You’ve introduced pigs and geckos, so, of course, when you introduce a camel named Caleb, America notices, especially considering they all do benefits. This past New Year’s, though, was
special, as if fell on a Wednesday, a day that put the hump in “Hump Day.” Imagine the possibilities. Geico did. Caleb was there to help Carson Daly, both on NBC and MTV. 2.3MM earned
impressions and 19,567 mentions of #HumpDay2014 later, not to mention the more than 15-million YouTube viewers, Geico and The Martin Agency were happier than a camel on … well, you know.

In
a deft use of location targeting to harvest data, Spark and PlaceIQ geo-fenced a state. This let client Montana Office of Tourism track how its mobile advertising was doing in moving skiers to come to
the slopes of their state. The location-based campaign targeted rival ski areas, major feeder cities, and could use the Montana geo-fence to determine how the ads causes a 1.7x lift in visitations and
an incremental lift of 4.752 visitors to the state.

Dish Latino wanted more subscribers — and located the World Cup as the way to entice an engaged audience. Utilizing an integrated strategy cross-media, the company pushed futbol fever for all
its worth. It debuted the first bilingual YouTube masthead takeover and allied with media partners — from traditional sports venues to Comedy Central. Score! June recorded the highest number of
digital conversions for Dish Latino— up 65% year-over-year, topping the initial goal of 10%.

In advance
of the launch of its Pennzoil Platinum with PurePlus Technology - a new motor oil made from natural gas - Pennzoil hoped to generate excitement in what has traditionally been a sleepy category. To
that end, it partnered with Nintendo to bring one of the video game world’s classic titles, Mario Kart, to life. At SxSW Interactive, Pennzoil and Nintendo assembled a quarter-mile-long track,
upon which attendees could race as Mario, Luigi, Princess Peach or Bowser. As in the game, obstacles like banana peels and turtle shells intermittently popped up on the course.

American Greetings faced two challenges. It was losing ground to Hallmark. Research also showed consumers spent less on Mother's Day, especially for cards. It meant building a
stronger link between American Greeting and motherhood. The brand created a fake job description and interviewed unsuspecting job applicant. Seeding content like viral videos and PR outreach helped to
promote the cause with a 45% smaller marketing budget. The World's Toughest Job campaign turned into a cultural event, before the applicants caught on. It generated more than 1.8 billion estimated PR
impressions, including on TODAY, and Good Morning America. Web site traffic rose more than 37%; new customers, 40%; orders, 20%; and new sales, 16%.

Red Roof Inn relies on search to drive more than half of its digital bookings, but it's not easy to win search bids with a limited budget. 360i and the brand identified a trend: 2% to 3% of U.S.
flights were cancelled every day. A custom flight tracker now processes thousands of bits of live cancellation data, filtering it to boost bids and automatically make ad copy adjustments across mobile
search campaigns. When bids reach a threshold based on time of day and volume of cancellations, the ads automatically updated to provide answers like exact distance to the nearest Red Roof Inn. The
tool put Red Roof in front of an estimated 400,000 distressed travelers annually, leading to 650% increase in share-of-voice for key travel search queries, 375% increase in conversion rate, and 60%
bookings lift across non-brand campaigns.

Colle +
McVoy and Caribou Coffee set out to create a new blend of coffee by letting their audience help make the flavor using Pinterest. A five-story living Pinterest board was installed at America’s
largest mall, bringing fans’ contributions to life. Large interactive screens and 3-D pins provided a tangible experience immersing visitors in the Caribou brand. The board created more than 11
million earned media impressions and millions more social impressions. The board even caught the attention of the Pinterest team, who flew across the country to see the board in person and then
invited the brand to be one of their beta advertising partners. In-store traffic exceeded year-over-year highs by 7 percent — a remarkable number for the coffeehouse.

To create a great campaign to get people to visit Australia, you need a guy with a great Australian accent, (Check), great shots of Australia (Check), and weird cartoon figures of Americans.
(Trust me on this). OMD’s “Someday” campaign — along with Delta, Tourism Australia, and Virgin Australia — created a beautiful website where viewers could view the
country and enter to win one of the fifty expense-paid trips there, after playing some trivia by dropping pins on a map. (Yeah, they made you work for it). On the other hand, we're all going to
Australia — wait for it — someday, right, anyway? Might as well know what down there first. And before you ask: yes, the koalas are cute.

It’s
rare to see an angel brandishing an AK-47. It’s not an NRA ad; it’s a promo for “Dominion,” a fantasy action war between angels and mankind. The “Bad Angel” posters
added images of sex and violence in such a provocative way, they clicked with SyFy’s key adult demo, which made the premiere tops in ad-supported cable. “Heaven will raise hell on
earth,” screams the tagline. Apparently, they haven’t met the Tea Party. When it comes to domestic Armageddon, it trumps The Book of Revelations.

Bose had
introduced a newer and cooler brand in the premium headphone category by understanding the Millennial target audience for this category. Older members were more attuned to the Bose brand, less
impressed by superficial messaging, and sought our new tech experiences. Rather than sway all Millennials, Bose and Mediahub focused these "Renaissance Geeks” with new partnerships at YouTube,
Vice, IFC and Spotify. The result has been millions of additional impressions across the partnered sites focused on Millennials.

Teenage
girls know fashion. The deforestation in the Amazon … not so much. So, Sapiento, along with Lily Cole, decided to create TAP FOR TRAINERS for Sky Rainforest. It was a line of Veja Trainers,
really cool shoes with actual links to the rainforest, in part to introduce the concept of sustainable fashion, in part because, well, they’re really cool shoes. To make it come to life,
SapientNitro first created the first 60-panel scrollable virtual tree on the site, so viewers could see the tree to the rubber to shoes on their feet — kind of a "Hey, that's my tree."

In John
Hancock's Life Comes Next Campaign, Hill Holliday enticed viewers to visit John Hancock's HancockNext.com property by airing cliffhanger commercials on TV with their endings online. Upon viewing the
website the viewer can choose multiple endings to view. In 6 weeks the campaign resulted in more than 470K visits to the site (10X the benchmark for impressions to generate a visit). 65% of the
traffic came from TV and average time on site was 4:15 (2X the benchmark).